Jules Li｜Chief Consultant
In October 2025, when the Korean supergroup BLACKPINK took the stage in Kaohsiung, the city instantly became the shared spotlight of global K-POP fans and local residents. For seven nights starting from October 13, six major city landmarks were illuminated in dazzling shades of pink—drawing tens of thousands of visitors and locals alike.
This was more than just a concert. It became a benchmark of how the Kaohsiung City Government leveraged cross-sector collaboration to enhance the idea of “the city as a brand,” blending local character with global culture in a single, memorable moment.
(Image source: Bureau of Cultural Affairs, Kaohsiung City Government)
At the heart of this co-marketing strategy was the clever use of vivid city symbols and brand colors to merge an international event with local life, tourism, and consumption. Through pink city lights, photo walls, and local shopping promotions, K-POP fans were introduced to the charm of Kaohsiung, while residents experienced their city’s global vitality and creativity.
This strategy not only attracted a massive influx of visitors but also created an emotional connection between two distinct groups—locals and fans—deepening their shared affection for the city. The collaboration elevated Kaohsiung’s international image and strengthened the emotional bond between BLACKPINK and their local audience.
(Image source: Bureau of Cultural Affairs, Kaohsiung City Government)
Whether for city branding or business branding, the essence of cross-sector cooperation lies in “co-creating memories.” By merging two distinct stories and symbols, brands can build shared experiences that leave lasting impressions. Key elements include:
• Fusion of Symbols and Sensory Co-Creation:
Combine visual, auditory, and linguistic cues to create fresh memory points and spark discussion.
• Community Crossover:
Design activities—such as fan events, shopping promotions, and themed markets—that break boundaries between different audiences and foster engagement.
• Deep Content and Viral Spread:
Integrate online communities and offline experiences, while leveraging user-generated content (UGC) to amplify reach.
Two standout cases—World of Warcraft × Pili Puppet Theatre and McDonald’s × BTS—demonstrate how cultural symbols can spark emotional resonance across communities.
World of Warcraft × Pili Puppet Theatre:
This collaboration merged two culturally rich IPs by retelling Wrath of the Lich King through traditional Taiwanese puppet performance and dialect narration. The fusion of epic storytelling, visual grandeur, and local culture bridged the gap between gaming and traditional art audiences, creating powerful cultural resonance and mutual discovery.
McDonald’s × BTS:
By combining the fast-food giant’s dining experience with BTS’s fan culture, the partnership drew massive engagement. With its signature purple packaging and fan-language branding, the campaign became a global marketing sensation—boosting brand visibility and emotional loyalty among younger consumers.
Most businesses are SMEs, often facing limited resources and visibility. Yet, cross-brand collaboration can be the key to breaking through these barriers. By teaming up with complementary brands, SMEs can maximize impact at a lower cost. Here’s how:
1. Partner with Brands Sharing Similar Values or Aesthetics:
Collaborate with local cultural or craft brands to exchange audiences and increase exposure.
2. Use Symbols and Storytelling to Expand Sensory Impact:
Even with small budgets, creative use of packaging, language, and shared narratives can generate buzz and brand value.
3. Focus on Community Influence and “Shareable” Experiences:
Design photogenic spots or limited products that encourage social sharing. During the BLACKPINK concert, for instance, Kaohsiung’s Mayor Chen Chi-mai dyed his hair pink, and the city’s official social account released an official “Pink Mai” profile photo—fueling viral engagement across platforms.
A Real SME Example:
Ice Spring × Yingge Ceramics Museum
Take Ice Spring , a popsicle brand from Taitung. Facing high distribution costs, the brand collaborated with the Yingge Ceramics Museum to launch popsicles featuring ceramic sticks as collectible cultural souvenirs. This creative crossover not only introduced the product into a cultural venue but also attracted families and tourists. Each purchase became both a treat and a keepsake, embedding the brand into a meaningful consumer experience.
Following this success, Ice Spring extended its collaborations across industries—from automotive to handicraft and gaming brands—expanding its audience and market presence.
Despite its advantages, co-marketing comes with risks. SMEs must stay cautious of:
• Mismatched partners:
Too wide a gap between brand audiences may backfire.
• Shallow creativity:
If collaborations lack authentic cultural or functional value, they fade quickly.
• Vague agreements:
Unclear division of resources or goals can lead to misunderstandings and failure.
Whether for cities or small local brands, the true power of cross-sector collaboration lies in weaving culture, storytelling, and experiential design into a unified brand narrative.
When SMEs harness creativity and strategic leverage, they can achieve marketing impact that rivals big brands—earning both visibility and genuine emotional connection with consumers.